If it's like Assembly, the coins/tokens themselves don't have value _per se_, they just represent ownership. Basically, in this case, it's acting more of a ledger to represent equity than as the commodity it's typically used as.
An example:
UserA posts a great idea, and wants help to implement it. UserA is an MBA, has a business plan, a rough idea of execution, etc., but is not a programmer, or a graphic designer, or anything like that. UserA realizes she needs help, so she posts bounties - with features relative to the importance of the success of the project. "Need a landing page" might be a feature, with tasks broken out like "design a logo", "build a wireframe in Sketch", "convert Sketch wireframe to React frontend", etc. Each of those tasks will have a value, represented by Ether.
UserB, a graphic designer comes up with the perfect logo, which is worth 100 ether. User C, a frontend developer picks up the wireframe task, gets consensus, and then bangs out the React work, for a total of 250 ether. Other work gets done and an MVP is launched. The MVP was built, and a total of 5,000 ether were distributed as bounties were claimed and completed. User B has gone on to do a bunch of other graphic design tasks, and has a total of 600 ether, while User C left the project after completing the frontend work. The project's MVP launches, and makes $10,000 in profit. Because UserB has 600 ether, and 5,000 ether have been issued, UserB's share entitles him to ~12% of the profits, so he is disbursed a payment of $1200. UserC's share entitles him to $500.
As the project grows, UserB takes on more and more work, and more and more ether are issued. UserC doesn't ever come back on, but is still entitled to profits on the work they've done, though their share of ether will keep being diluted as the project goes on.
Hopefully I've been able to illustrate that the coin in this case is used not as currency itself, but as a representative stake in ownership.
Yeah, this seems very similar to how a Colony is envisioned to run, with a few extra considerations:
Each colony's native tokens act as a representation of equity as described above (more or less), entitling holders to a 'rewards' disbursement periodically - but they also may be employed by the colony for mechanisms of governance in the case of token-weighted voting.
Additionally, whenever someone makes an amount of tokens, they also are awarded an equal amount of reputation, which cannot be transferred and which decays over time. This score also confers influence in the colony for voting and dispute resolution, if the members of the colony wish to make their voting reputation weighted, or some combination of reputation and token-weighted.
Finally, to claim rewards, a user needs to have both reputation and tokens - this means that tokens themselves don't immediately entitle one to rewards; only those who actually contribute meaningful work to the colony (as evidenced by their reputation score) are entitled to proportional rewards.
An example:
UserA posts a great idea, and wants help to implement it. UserA is an MBA, has a business plan, a rough idea of execution, etc., but is not a programmer, or a graphic designer, or anything like that. UserA realizes she needs help, so she posts bounties - with features relative to the importance of the success of the project. "Need a landing page" might be a feature, with tasks broken out like "design a logo", "build a wireframe in Sketch", "convert Sketch wireframe to React frontend", etc. Each of those tasks will have a value, represented by Ether.
UserB, a graphic designer comes up with the perfect logo, which is worth 100 ether. User C, a frontend developer picks up the wireframe task, gets consensus, and then bangs out the React work, for a total of 250 ether. Other work gets done and an MVP is launched. The MVP was built, and a total of 5,000 ether were distributed as bounties were claimed and completed. User B has gone on to do a bunch of other graphic design tasks, and has a total of 600 ether, while User C left the project after completing the frontend work. The project's MVP launches, and makes $10,000 in profit. Because UserB has 600 ether, and 5,000 ether have been issued, UserB's share entitles him to ~12% of the profits, so he is disbursed a payment of $1200. UserC's share entitles him to $500.
As the project grows, UserB takes on more and more work, and more and more ether are issued. UserC doesn't ever come back on, but is still entitled to profits on the work they've done, though their share of ether will keep being diluted as the project goes on.
Hopefully I've been able to illustrate that the coin in this case is used not as currency itself, but as a representative stake in ownership.